Creating a major piece of content – such as an ebook, guide, or white paper – can be a daunting task. Although these in-depth resources are ideal for educating leads, they are also time-intensive. Many B2B marketing teams are overworked and don’t have the capacity to get these projects off the ground. According to a study […]

Case studies are one of the most powerful items in your B2B marketing toolbox. According to a Content Marketing Institute study, B2B marketers called customer testimonials and case studies their most effective content. Meanwhile, Dimensional Research found that 90% of buyers who read positive customer success content claimed that it influenced their purchasing decision. But […]

Email is a major part of a savvy marketers’ strategy. According to McKinsey, email is 40 times more effective for acquiring new customers than Facebook or Twitter. Forrester also found that email marketing is the most effective tactic for lead nurturing among top B2B marketers. The folks over at websitebuilder.org have put together a great […]

Creating case studies should be at the top of your “to-do” list if you need content that turns B2B leads into customers. According to a Content Marketing Institute study, B2B marketers called customer testimonials and case studies the most effective type of content. Meanwhile, nine out of ten B2B buyers said that online customer success […]

Case studies are one of the most powerful weapons in your B2B marketing arsenal. According to the CMO Council, nine out of ten B2B buyers say that online customer success content has a major effect on their purchasing decisions. Meanwhile, a hawkeye study found that 71% of B2B buyers in the awareness stage and 77% […]

We all know that B2B buyers are savvier than ever, and hard sells no longer work on them. Instead of pushy sales pitches, many B2B marketers are using storytelling to reach their audiences. Sharing your customers’ successes can enhance your reputation and provide social proof that your products deliver results. Potential customers want to learn […]

Do you get lackluster conversions from your blog? Try adding some content upgrades! Here’s how these simple lead magnets can help you achieve conversion rates of 25%-54%. Your email list is your most powerful marketing asset. According to the Direct Marketing Association, email marketing generates a $38 return for every $1 invested. Meanwhile, Monetate found […]

Succeeding with content marketing means keeping up with the latest research, trends and best practices. Here are five content marketing trends that will help you engage more customers in 2017. 2016 certainly had its ups and downs. But the year ended with some good news on the content marketing front: B2B marketers are achieving better […]

We all share a common goal to create copy that converts. A strong call to action is key to driving conversions. The folks at TechWyse have put together an infographic full of best practices that will help you create copy that grabs your readers’ attention and turns them into customers. Check out The Best Call-To-Action […]

Finding your brand voice isn’t something that you do once and then forget about. As new competitors and products come into the market, it’s crucial to stay aware of how your voice comes across to customers. For example, many B2B companies create new voices for new products. But they don’t update their overall corporate voice to […]

A targeted, tailored and relevant lead gen program is a vital part of any B2B marketing strategy. And although there is no one-size-fits-all solution, there are proven ways to ensure that prospects find your business, engage with you and turn into customers. This week I received an email from a student who, as part of […]

Creating killer content takes a lot of time and hard work. If you’re part of the 76% of B2B marketers who are producing more content this year than last, you might be struggling to stay ahead. After all, you only have so many hours in the day. You may also wonder how to make the […]

With 72% of B2B content marketers saying that they struggle to create engaging content, it can sometimes seem like an uphill battle to generate and maintain engagement. This week, I’m sharing some expert advice put together by Uberflip. They have reached out to marketing experts to identify what makes a top-notch content strategy. Cassandra Jowett […]

Getting your premium content in front of your target audience requires a solid strategy. Many B2B marketers create killer content and then let it waste away on their websites, where no one finds it. To get noticed by the right buyers, you need to spend even more time promoting your content than you do creating […]

Sometimes it can feel like a lost cause … You’ve created a strong library of content that you want to get in front of as many customers as possible. You hope your sales team will feel as excited about your content as you are. But then the momentum stops short at sales’ door. Building a […]

We’ve always known that case studies are one of the top dogs of B2B content marketing, but new research from the LinkedIn Technology Marketing Group now proves it. The LinkedIn Technology Marketing Group recently conducted a survey with more than 600 B2B marketing professionals about the current state of content marketing. The results show that […]

Today, 80% of customers base their buying decisions on their customer experience, rather than price. This eye-opening statistic speaks to how the customer experience should be at the forefront of B2B marketing strategies. This week, I wanted to share an inforgraphic put together by B2BMarketing.net: 5 worrying truths about the state of B2B customer experience. […]

This week, I’m sharing a post from my friends over at SingleGrain. They’ve put together four really powerful ways to squeeze the most out of your content – something that we all hope to achieve! We work hard at generating valuable content and want our content to be as effective as possible. If you’re struggling […]

Publishing great content is only half of the equation. You also must give your audience a great content experience if you want them to keep coming back for more. Here’s how … “If a piece of content is published, and nobody reads it, does it exist?” This was a question that Hana Abaza asked […]

There is an updated version of this post – 41 Fantastic Places to Promote Your B2B White Papers. Case studies are one of the most powerful B2B sales and marketing tools. Today’s B2B buyers want social proof before they purchase a product or service. Customer testimonials and case studies can give them this proof. According […]

Discover How to Build a B2B Voice That Sets You Apart from the Pack

Rachel Foster is a B2B copywriter and the CEO of Fresh Perspective Copywriting. She helps B2B marketers improve their response rates, clearly communicate complex messages and generate high-quality leads. Rachel blogs for the Content Marketing Institute and Business 2 Community. She also taught white paper, case study and sell sheet writing for MarketingProfs. The Online Marketing Institute listed Rachel as one of the top 40 digital strategists of 2014. Learn more.